NATPE: Are The Twitter Upfronts Coming?

Twitter expects that its Twitter TV ratings, which it releases each day in partnership with Nielsen, will impact this spring’s advertising upfronts, said Jean-Philippe Maheu, Twitter’s managing director of global brand and agency strategy, at NATPE 2014’s opening keynote in Miami.

According to Maheu, Twitter surveyed 12,000 people who both watch TV and Tweet about it, and found a 37% increase in advertising recall among those people.

“Brands really love the platform because they are really able to double down on psychographic profiles,” Maheu told moderator Lauren Zalaznick, former executive vice president of NBCUniversal. “They can associate themselves with TV shows that they are already sponsoring.”